Research On The Cultural Heritage Protection And Tourism Development Of She Ethnic Minority Group In Jingning

In the long historical development,She ethnic group has formed its own culture system with rich and colorful cultural heritages.Relying on the advantage of the only autonomous county of the She ethnic group in China and the only minority autonomous county in eastern China,with the slogan of "culture enters into life and imprints on development" and the innovation model for tangibility of She culture,carrier for culture work and branding of the culture results,and on the basis of protecting and inheriting the traditional She culture,Jingning deeply digs the histories,folk customs,festivals and foods of She ethnic group,fully utilizes the unique advantage of cultural heritage resources of She and has made great achievements in cultural heritage protection and utilization.With the evolution of mass tourism from the primary stage to the senior stage in China,cultural experience tourism has become a normal way of life in developed areas like Beijing-Tianjin-Hebei Region,Yangtze River Delta,Pearl River Delta and so on.With the particular cultural connotation,the high degree of experience and participation in traveling,cultural tourism has become a new highlight of tourism development.The unique ecological environment,tourism resources,natural landscapes and humanistic connotations in Jingning together determine that developing cultural tourism activities is suitable for Jingning.Especially,Jingning improves its core competence of tourism and strengthen its tourism industry through actively promoting the combination between She culture and tourism.Tourism has become an important opportunity and effective way for Jingning to implement the strategy of "She village in China,well known small county" and to accelerate the development of "magical She village,lucky place for health preserving".It also plays an significant role in structure adjustment,employment expansion,income increasing,environment optimization and people’s livelihood benefiting of Jingning.Taking cultural heritage protection and tourism development of She ethnic group in Jingning,Zhejing province as the empirical study object,from the current status of cultural heritage protection and development of She ethnic group,based on the studies of relevant literature,this paper mainly uses stakeholder theory and sustainable development theory to analyze the cultural heritage protection and development of She ethnic group in Jingning.Firstly,the She minority and the cultural heritage value as well as tourism development of it were summarized.Secondly through field research and collecting,analyzing and arguing the relevant literature,this paper objectively and systematically summarizes the achievements of cultural heritage protection and development of Jingning She ethnic group in factor security,cultural space creation,management innovation and so on.In the cultural heritage protection and development of Jingning She ethnic group,there are problems,such as impact on authenticity,lack of integrated conservation lack of sustainable endogenous power and so on.Secondly,Through the feasibility analysis of tourism development of Jingning She cultural heritages,this paper argues that tourism development of Jingning She cultural heritages involves advantages of unique and rich tourism resources,good tourism developing tendency,government’s initiative leading and so on.Yet,in the meanwhile,practical problems also exist in tourism development of Jingning She cultural heritages,including the low combination between tourism and She culture,low tourist consumption,low degree of market recognition,imperfect infrastructures for smart tourism,less involvement of She cultural tourism industry community,lacking extension of unique festival activities,great fluctuation of tourism seasonality,etc.Jingning can catch the opportunity of the opening of Lishui high-speed rail and the change of the main body and demands of domestic tourism,through tourism development of She cultural heritages to promote the region-based tourism in Jingning.At the same time,the tourism development of Jingning She cultural heritages also has some constraints,including the competition threat from the neighboring tourism market,the unbalanced benefit contradiction among government,enterprises,communities and other related stakeholders concerning tourism development,the cultural impact brought by tourism development and so on.What’s more,Jingning cultural heritage of She minority in the protection is impacted;integrate preservation is insufficient;the sustainabolity of endogenous power is inadequate;there are imperfect tourism element system existing in tourism development;other problems like not understanding brand,low industrial integration and low exploitation and utilizing benefit.On the basis of comprehensive analysis,this paper argues that the cultural heritage protection of Jingning She ethnic group should coordinate the current benefit and the long-term benefit,enhance the factor security,construct modern,Innovative protection mode,She culture,and strengthen the protection of natural environment and cultural environment of She ethnic group to promote the inner power of their sustainable development.Through strengthening the dominant position of the government,the tourism development of She cultural heritages should use scientific plans to improve tourism supporting services,increase the capacity of tourism services,increase the capacity of tourism development and management and build unique tourism brands and deepen the tourism experience and build a tourism community.